In a world dominated by fake news, there is greater value in the things we know for sure. Today, desire is generated by honesty and transparency. Nobody is asking companies to be perfect; just trustworthy.
The first of the digital natives are now of working age. These young people seek a balance between personal and professional life — but there is a limiting factor holding them back: the working day has not changed since the beginning of the twentieth century. We have reached the limits of the working model that has been developing since the digital revolution.
Today there a lot of talk about gender identity, but there also are identities linked to social and economic classes, race, consumption, nationality, sexuality, and many others. There is no such thing as a single identity, but instead a puzzle that ends up creating what we cal the “SELF”: different identities that end up segmenting and framing us. To emancipate human beings it is necessary to reevaluate everything we do not consider a determining factor for the construction of identity.
When gender identity enters the popular discussion subject, and markets that move trillions start paying attention to this matters, it is natural that the discussion clearly influences how companies will communicate and position their products from now on. Dictating how each gender must relate to consumption will be an act increasingly hated by the public, that now understands this division as a sign of belatedness.